Rosalind Pressman heads up the Brand & Content marketing team at Pluto TV, focused on winning over the hearts and minds (and couch time) of TV lovers. She recently led a 360 brand refresh and launched a breakthrough new brand campaign that reintroduced the world to Pluto TV as the free and easy TV streaming solution. In her previous role at Hulu, she oversaw the Brand, Live TV, and Licensed Content marketing functions, and made an impact with initiatives like the long-running Hulu Has Live Sports brand campaign and launching the animation sub-brand Hulu Animayhem.

How many years have you been a judge?

This is my first year!

What was your first job in the industry? What did it teach you?

My first industry job was also within the Paramount family (formerly known as Viacom Media Networks) where I worked in a department called Program Enterprises that touched marketing, sales, consumer products, radio, made-for-TV movies, and more. It was a great introduction to the industry because I was exposed to so many different parts of the business. I got to read fun movie scripts, see how consumer products were licensed (like Beavis & Butt-head pajamas!), and help with various partnerships. The biggest lessons I learned were to be curious and proactive. I would have 1 on 1’s with many people in the department, learning about what they did, asking questions about the business, and when bandwidth allowed, raising my hand to help them with projects to get exposure. Volunteering to help out a team member is what ultimately led me to get more entrenched in the marketing side of the business, which set me on the path that I am on today.

What project are you most proud to have worked on?

Pluto TV launched a rebrand and a new Brand campaign at the 2024 Super Bowl, and it was an absolutely amazing moment for the Brand. We took over Las Vegas, displaying our new brand and messaging across billboards, transportation, and IRL fan events, not to mention a huge presence on the famous Vegas Sphere. When our new Brand spots aired during the Big Game, it was a really proud moment to have our work seen by so many people, and I knew this was just the beginning of the special and impactful work my team and collaborators would be doing this year.

Do you have any specific practices you lean on to fuel your creativity?

I approach creativity with an abundance mindset (as opposed to a scarcity mindset).
I used to be a part time fitness instructor, and I spent a lot of time coming up with creative ways to make my classes fun and effective. When I first started teaching, I would write out the class structure of every workout, everything from matching music to different skills in spin classes to coming up with wild ideas for relay races and competitions in the bootcamps I taught. I did this partially out of fear – I was afraid that one day I’d run out of ideas and I’d have to refer back to my past classes to draw inspiration. But what I realized is that the more I flexed my creative muscles, the more creative I got, and less I needed to refer back to what I’d done previously. I’ve taken this lesson with me throughout my Entertainment career too, and I try to approach my work by believing that the more creativity I’m exposed to and get to practice on a daily basis, the more creative I’ll be (with the help of my brilliant creative teammates and partners).

In your experience, what is a significant change happening in the video and television industry, and what insight can you share about how to navigate it?

The entertainment industry is undergoing significant change as companies reevaluate their business priorities and how to reach their target consumers in the most effective way. I use 2 mindset tools often to help me navigate changes, big and small. The first is a tool called the Change Curve (you can google this!), which helps you to identify what emotions you’re feeling during times of change, and learn how to navigate those feelings of uncertainty, in order to overcome, problem solve, and move forward in a productive way. The second is what I think of as ‘Surfing the Wave.’ If you think of yourself as a surfer in the ocean, you’re going to hit some gnarly waves, fall off the board sometimes, maybe even scrape your foot on some coral. But you’re also going to get stronger, more adept at balancing, and feel the rush of excitement when you find that rhythm, which helps you to feel more in control of your own destiny, even when there are external factors that you can’t control.

What are your current roles and responsibilities and what do you love most about your job?

I currently oversee the Brand & Content marketing team at Pluto TV, focusing on raising awareness and consideration of Pluto TV, while also reaching fans of our content in authentic and innovative ways. As a Brand Marketer, working on a brand that’s spirited, warm, and fan-forward is one of the most rewarding parts of the job, and I love getting the chance to connect with TV lovers globally to provide them a comforting and fun TV viewing experience. I also am fortunate to work with incredibly smart, passionate, kind, and creative colleagues, which makes the work fun.